Assessing the Homogeneity of Single Females in Respect to Advertising, Media, and Technology
- 1 October 1987
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 16 (3) , 31-38
- https://doi.org/10.1080/00913367.1987.10673083
Abstract
This study investigates one of the fastest growing, yet relatively unknown market segments—singles. The purpose of the study is to access the homogeneity of single females in respect to a variety of advertising-related variables. Never-marrieds, divorced and widowed females were assessed. The results confirm the heterogeneity of the single female market with respect to a variety of advertising and media-related variables.Keywords
This publication has 2 references indexed in Scilit:
- Single and multiple person household shoppers: A focus on grocery store selection criteria and grocery shopping attitudes and behaviorJournal of the Academy of Marketing Science, 1985
- The Effectiveness of Family Life Cycle Variables in Consumer Expenditure ResearchJournal of Consumer Research, 1983